KROGER PROMOTES HEINZ BABY FOOD

LISA SAXTON

ATLANTA -- Kroger Co.'s division here, together with Heinz U.S.A., Pittsburgh, ran a July promotion for baby that appealed to Mom and Dad's wallet.

Heinz's beginner baby foods were featured at 19 cents per 2.5-ounce jar.

A full-page, four-color ad touted the promotion, with the bold headline: "In the Beginning ... There Is Heinz." The ad showed a pyramid of Heinz product jars, surrounded by fresh fruits and vegetables.

Kroger offered applesauce, pears, peaches, bananas, carrots, sweet potatoes, green beans, peas and squash for the sale price.

While Kroger didn't return SN's calls about the ad, a source at Heinz reported the ad generated considerable interest, especially from other retailers thinking about conducting a similar promotion.

"We worked together on it," said the Heinz source, "but [Kroger] came up with the 19-cent price point using their advertising money."

Meanwhile, Heinz continues to champion the cause of the Children's Miracle Network. The original sponsor of the CMN, the company is carrying on the tradition by donating 6 cents for every label sent to participating hospitals.

Nationally, in its 15-year participation with the program, the company has donated more than $5 million .

In Atlanta, said the source at Heinz, Winn-Dixie displays bins for consumers to drop in their baby food labels. A similar program is currently being developed with Kroger.